Underdog Marketers select “eye-full towers.”
Underdogs place wine bottles on the table and
prepare dessert carts that are brimming with
sweet temptations. They exhibit these products
in the most dazzling and spectacular ways to
entice their guests. They recognize the truth
behind the old adage, “What the eye admires,
the heart desires.”
Underdog Marketers operate every aspect of
their business from a marketing perspective. The
successful Underdog Marketers know that a 2%
increase in sales is effectively better than a 10%
reduction in expenses. They focus on building
top-line sales to create room for the business to
grow comfortably without having to gasp for air
every time the climate changes.

Underdog Marketers know where to set their
traps. Underdogs take the long-range view of
building a large customer base from within.
Serving 125 customers at $6 each is better than
getting 75 customers to spend $10 each. Underdogs know it is better to insulate with volume
than to lose major revenue if customers drop off.
They can always build better check averages once
the customer base is solidified.

23In the wake of the 9/11 attacks, cops, firefighters and other escue workers from the neighborhood made Lenny & John’s (co-owned by brothers Danny Scandiffio and Jimmy Scandiffio) their unofficial pizzeria of choice. In the process, they created
a tribute to the heroes of 9/11 that remains on the restaurant’s
wall to this day.